Brief exposure to images of breastfeeding mothers influences attitudes towards mother’s breastfeeding in public: A pilot study

Newell, Catherine, Sandoz, Emily and Tyndall, Ian (2020) Brief exposure to images of breastfeeding mothers influences attitudes towards mother’s breastfeeding in public: A pilot study. Health Communication. (In Press)

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Abstract

The wider societal attitudes held towards mothers’ breastfeeding in public seem to impact infant feeding choices. The present study employed an online (N = 396) experimental pre-test post-test design set to examine whether a mere exposure effect of briefly viewing and rating the valence of four different images of public breastfeeding (i.e., mother and baby alone, females in background, males in background, and females and males in background) would impact on participants’ attitudes towards a mother breastfeeding in public. There was a marginal increase in the positive attitudes towards public breastfeeding at Time 2 when compared with Time 1 following exposure to the four images. These findings support a potential positive mere exposure effect in enhancing attitudes towards breastfeeding in public. This suggests a greater use of promotional material using visual stimuli may improve societal acceptance of breastfeeding in public.

Item Type: Article
Uncontrolled Keywords: Breastfeeding attitudes, Public breastfeeding, Infant feeding, Societal support, Media promotion
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Departments > Psychology and Counselling
Depositing User: Ian Tyndall
Date Deposited: 09 Sep 2020 13:46
Last Modified: 09 Sep 2020 13:46
URI: http://eprints.chi.ac.uk/id/eprint/5320

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